Now that the dust has settled on Prime Day 2016, Amazon’s biggest and busiest day in its history, and we’ve had the chance to sift and sort the data and have put together the top 5 takeways for brand manufacturers selling on Amazon.

#1: It’s good to be a 1st Party seller

You know when it says “Ships and Sold by Amazon”? This indicates you’re a 1st Party seller and have a direct relationship with Amazon. On Deal Days in particular, it pays to be a 1st party seller. As we look at the top selling items on Amazon Prime Day 2016, ONLY ONE 3rd party item sold more than $1M (and that was a $700 Segway, in case you’re wondering), while the majority of items sold by 3rd parties brought in less than $150K. In contrast, over 50 1st party items sold over $1M, with 6 items selling over $5M each.

In short: On Deal Days, you want to have a direct relationship with Amazon.

#2: Pick the right discount level

Across product groups, the most effective discounts peaks between 40-50% off of the prior retail. Those offering more than 50% off were actually purchased LESS than items with a lower discount. At the 60%+ discount level, these “Fire Sale” items were generally passed over by customers in lieu of lower discounted, but more desirable items.


#3: Price Point Sweet Spots

While higher price point items saw a far greater lift in dollar sales, smaller price point items saw a larger percentage of lift in sales. The biggest “sweet spot” was under $10, while other sweet spots emerged between (a) $55-80 (b) $180-205 and (c)$305-330. What this shows is that while most customers are looking for impulse purchases (preferably under $10, but defiantly under $80), some are willing to spend more if they find the right item.



#4: The number of Promos doesn’t guarantee Lift

In the chart below, you see all three product groups had similar average discount amounts; however, promotions in Consumables proved to be much more elastic. This resulted in Consumables, on average, seeing a higher percentage of lift while on promotion. This also correlates closely with the Average Price analysis shown above where we see a greater percentage of lifts for lower Average Selling Price (ASP) items.


#5: International still developing

It is clear non-US markets are still developing for Amazon. We see the US dominating in (a) the number of promotions and (b) the sales from those promotions. It is not surprising to see the quantity of promotions aligns closely to total sales from those countries for Prime Day. The average growth of products on promotions, however, shows us that (a) Prime Day in US, Germany, and UK is good, but (b) Prime Day in France and Canada proved to be an enormous growth driver for Amazon products in these nascent Amazon countries. We would expect Prime Membership growth to follow a similar trajectory, even though Amazon doesn’t report those numbers. It will be interesting to compare this growth to that of the upcoming Black Friday/Cyber Monday in 2016 where Prime Membership is not required.




Stay tuned to our Industry Insights section as we will bring you the latest data and analysis on what’s selling, why it’s selling and how well it’s selling on Amazon, Walmart and other leading eCommerce site. At OCR we believe that better data leads to better decisions, which lead to better results for brands and manufacturers selling online.